Forta Cosmetics
Mid-Range“Makeup built for the active.”
By Viktoria @vioda.makeup · Published · Updated
Forta Cosmetics is a mid range makeup brand from the United States, founded in 2026 by Lexie Hull & Sarah Guller. It's best known for its Lock & Go Setting Spray, Performance, sweat-proof makeup for active lifestyles and Athlete-founded (WNBA's Lexie Hull).
Forta Cosmetics is a US performance-makeup brand founded in 2026 by Sarah Guller, a veteran investor, and Lexie Hull, a guard for the WNBA's Indiana Fever, who met as roommates at Stanford. The name is a play on "for the active," and the pair built the brand around a gap in their own routines: makeup that couldn't keep up with sweat, humidity and real movement. Rather than another face of standard cosmetics, Forta aims to create a new category of durability-first beauty designed for active lifestyles, not stillness.
The brand debuted with a single product, the $25 Lock & Go Setting Spray, which uses a film-forming polymer to lock makeup in place without stiffness while humectants like propanediol and butylene glycol keep skin hydrated through sweat — holding up to 16 hours without the tight, dry finish of most long-wear sprays. Sold direct-to-consumer and seeded to athletes across the WNBA, gymnastics, soccer and volleyball, Forta has previewed upcoming color cosmetics for the eyes, lips and face.
Popular Products
What Forta Cosmetics is bought for. The ones we've found dupes for link through to the comparison.
- Lock & Go Setting Spray
Known For
Brand Philosophy
A new category of performance-driven makeup — beauty engineered to last through sweat, humidity and movement, built for active lives rather than stillness.